The art of transforming a beloved organization.
UMMA
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An art museum can be a quiet, contemplative place.
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The University of Michigan Museum of Art, however, is full of energy, curiosity, and life.
UMMA is entering a new era. An era that will redefine the possibilities of a campus museum.
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An era that requires a deep understanding of how the art world is evolving.
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Our teams came together, starting with comprehensive research and iteration.
We facilitated one-on-one interviews with community members, students, and key stakeholders.
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And called upon focus groups to voice their opinion of creative concepts.
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After listening to the community, we built a foundation that feels informed and inclusive.
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We activated the brand to feel surprising and connected, led by a dramatically transformed digital experience.
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We created a brand system that feels fresh.
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A bold new logo that stands out — and stands the test of time.
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A visitor experience that is enhanced by new resources and tools.
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Brand extensions that can be found everywhere.
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And a brighter presence that promotes gathering, discussion, and joy.
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The results?
An art museum… that doesn’t feel like an art museum. An art museum that encourages everyone to feel inspired, feel curious, and feel free.
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